This Unit is relevant with E- CRM & Social Media Marketing

1. CONTEMPORARY
ISSUES IN E- CRM
Unit 4

2. Contemporary Issues in E- CRM
■ Conversion Marketing
■ Interactive Marketing Communication
■ Social Media & CRM Strategy
■ Customer Retention Management

3. Conversion Marketing
■ The point at which a recipient of marketing message
perform a desired action.
■ Set of marketing activities undertaken by a firm/ brand to
encourage the customer to take a specific actions that firm
wants them to take.
■ It can be for the customer at any stage in marketing funnel.

4. Conversion Marketing

5. Interactive Marketing Communication
■ Online and offline promotion techniques should be used to attract
visitors to the website. This process is referred to as traffic building.
However, this technique should be specific, measurable, actionable,
relevant, and time-bound.
■ The on-site communications should be able to deliver the message
that builds a certain perception of the company. These messages
should be relevant to the company’s product and services.
■ All marketing communications should be able to generate pre-
determined online and offline sales.

6. Interactive Marketing Communication
■ From push to pull
■ From monologue to dialogue
■ From one ‐to ‐many to one ‐to ‐some and one ‐to ‐one
■ From one ‐to ‐many to many ‐to ‐many
■ From lean ‐back to lean ‐forward
■ Changes in nature of marketing communications
■ Increase in communications intermediaries
■ Integrated approach

7. Social Media & CRM Strategy
■ Social CRM, or social relationship management, is CRM and engagement fostered
by communication with customers through social networking sites, such as Twitter,
Facebook, etc.
■ Three ways to use:
1. For managing complaints
2. Rewards or recognise the loyal customers on social media
3. Create more value for products

8. Social CRM metrics
Social CRM tools use the following metrics to measure the level of successful customer
engagement:
■ Traffic. Social CRM measures traffic and conversion rates from social media
platforms. This enables a business to see how many customers visit sites and how
those clicks convert into value.
■ Engagement. Social CRM enables you to measure not just clicks, but user
engagement with the sites.
■ Level of followers. Social CRM helps identify active followers and how they do or do
not interact with the company's content.
■ Brand mentions. Social CRM helps measure how many followers are talking about a
company or brand and if those customers are sharing their experiences via social
media platforms.

9. Customer Retention Management
■ Maintenance of the patronage of people who have purchased a
products or services once and the gaining of repeat purchases.
■ It occurs when a customer is loyal to the organisation, brand or to a
specific product or services, expressing long- term commitment and
refusing purchase from competitors.
■ Important for:
1. Lower Conversion rate
2. Less marketing
3. Room for improvement
4. Higher profit
5. Lower cost

10. Excelling in E- marketing Service Quality
■ The extent to which a website facilitates efficient and effective shopping,
purchasing and delivering of products and services.
- Zeithaml (2002)
■ Overall customer assessment and judgments in relation to the excellence and
the quality of e-service delivery in the virtual marketplace.
- Santos (2003)
■ Dimensions of service quality:
1. Reliability
2. Assurance
3. Responsiveness
4. Empathy

11. How to enhance quality of online services
■ Encourage feedbacks
■ Have sufficient manpower to listen customers call
■ Send post- contact surveys after every interaction
■ Evaluate the whole system regularly
■ Give all customers clear & consistent standard of services
■ Take a team approach to eliminate bias